We spend little time talking about social business. We barely think about the % of Fortune 500 companies using social media. We don’t talk at the high level about what big companies should do to take advantage of social.

There is a simple reason.

It's a space filled with a lot of noise and little evidence. There are countless voices who can declare communities are important, speculate on long-term trends, and arrogantly declare what big companies are doing wrong.

There are very few (far too few) who can tell a client what to say to a new member to get them to participate? Or what specific steps will convert a newcomer into a regular? Or how to create a group identity between a group of strangers. Or how to embed habit-triggers that embrace proven motivation.

Our belief, and we hope our audience’s belief too, is we need fewer voices speculating on the future of social and more explaining what specific steps to take to build a community.

In my mind explaining what to do is advanced, speculating on high-level strategy is basic.